THE DAY NEYMAR DIDN'T SLEEP by F/Nazca Saatchi & Saatchi Sao Paulo for Nike

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THE DAY NEYMAR DIDN'T SLEEP

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Copywriter Pedro Prado, Thiago Carvalho, Eduardo Lima, Silvio Medeiros, Adriana Leite
Released February 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: NIKE
Product/Service: FOOTBALL FANS
Agency: F/NAZCA SAATCHI & SAATCHI
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Agency Producer: Regiani Petinelli/Renato Chabuh (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Gisella Assumpção/Camila Hamaoui/Gustavo Saab (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Sandro Cachiello/Juliana Marino (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner Team: Diego Dumont (F/Nazca Saatchi & Saatchi)
Copywriter: Adriana Leite (F/Nazca Saatchi & Saatchi)
Public Relations Manager: Maria Clara Cacaia Jorge (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Barbara Casara (Nike)
Advertiser Supervisor: Guillherme Glezer (Nike)
Copywriter: Thiago Carvalho (F/Nazca Saatchi & Saatchi)
Art Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Media placement: Social Media - Twitter - 23 February 2012
Media placement: Social Media - Youtube - 23 February 2012

Summary of the Campaign
In February 2012, Nike launched the new jersey of one of its main sports assets, the Brazilian national football team. As it always happens, the image of the new shirt leaked beforehand and all the fans were able to see it before the official launch. Did this end the surprise? No. For Nike, this launching meant much more than presenting a new jersey. It was the beginning of the journey to the 2014 World Cup.

More than generating buzz around a new jersey design, the topic in the social networks and in the media ended up being the challenge and the journey that the national team will face in the coming years to get to the World Cup well prepared. We managed to raise a topic among millions of Brazilians: after all, who is the biggest opponent to be beaten by Brazil?

A brand as authentic and connected to performance as Nike exposed one of the main problems the national team faces nowadays and it was precisely this daring move that contaminated the discussion forums on the internet and the Brazilian media as a whole.

From a spark that was flashed through a telephone number that leaked on the Twitter accounts of some of the team’s players and the repercussion that it had among other athletes, musicians and local celebrities, and climaxing with an epic one-minute film, we managed to light the flame of the national team topic, which was extinct among the fans and the local media.

The Situation
- A squad much contested by the public opinion and in the worst position in the FIFA ranking in the last 18 years
- The lack of identification with a totally renovated team that features some unfamiliar faces to the fans aged 15 to 19, who are completely obsessed with football (the target of the brand) but haven’t seen Brazil win a competition yet.

These factors made the involvement of the fans with the national team diminish over time. The fans were disconnected form the team and nothing they heard about the national team helped them to get connected again.

The Goal
Rescue the image of the team that has won 5 World Cups and is respected worldwide, and therefore provoke a sense of pride and reconnect with the fans again. We needed to make the fans come back and fall for the national team but for that to happen they needed to care about it at least a little. But how to make the fans give a damn about a topic that had been out of their conversations? More than supporting, these fans needed to feel part of the team again and the national team needed to give signs that they wanted to listen and respond to these fans.

The Strategy
We decided to involve the consumers in a new process of friendship. They needed to get acquainted, relate and become delighted by this new friend, the national team.

It wasn’t just a case of creating a film or spreading the same message repetitively in several channels, but make the same story that happened in different points of contact help engage the consumers in the journey of the Brazilian national team.

And this is the content that we brought to several social channels of the brand, athletes and celebrities that we used, culminating with the final delivery of the film. The consumer was seduced by being able to feel as a part of the conversation that happened in these social channels.

Every action should cause an impact. And the buzz generated around all of the communication actions needed to help give the necessary visibility and relevance to the topic that we would like to reintroduce to our consumers: the Brazilian national football team.

Execution
On February 23, days before the first match the team would play in the year, the star of the team, Neymar, let a telephone number leak on Twitter. Famous athletes and musicians retweeted it and the news spread quickly, being featured in many websites.

The mistake caused people to call the mysterious number. On the other side of the line, it was Neymar himself who answered, inviting the fans to leave a message of support to the team.

On the following day, the Nike Football officialised the action with an open channel between fans and team. Immediately, blogs of Brazilian teams began to report about a topic that hadn’t been talked for quite a while.

On the day of the match, February 28, a film was launched as a response to all the questions from the fans. The film became editorial content of a local news show on broadcast TV.

Documented Results
We reached the main goal of bringing the national football team topic back to the daily routine of our consumers and of connecting with them again.

We transformed the launching of a jersey – which had a stagnant format for years, consisting of press conferences, runway shows, films about the features of the product – into a special opportunity of engagement with the brand and with the national team.

In 15 days we increased our fanbase on Facebook in 15% (168,072 new fans) with the Brazilian national football team as the main topic.

In just 1 week we reached more than 47,000 mobile interactions and 4.5m views on YouTube, turning this campaign’s commercial into the most viewed content in the history of Nike Brazil in this platform, consequently taking the brand channel to the first position among brands in the country.

With the fans closer to the national team, the sales results were immediate. 54% growth, compared to the same period last year.